Planning the most effective channels: The brand agency follows the...Read More
Analysis of Brand and Reputation
The ascertainment of brand values is not only a routine market research task for Lünstroth, but an analytical tool specifically adapted to each product and brand environment. For two decades, the model of brand personality (Aaker, Keller et al) has prevailed as an instrument to determine the brand dimensions.
Certainly, the survey tools must be adapted not only to product and use characteristics, but also to the respective regional characteristics.
In the Anglo-Saxon literature, the US-American model is generally used as a starting model. Brand recognition in Europe and Asia differs from the American approach due to cultural reasons.
Lünstroth has therefore made appropriate adjustments for different regions. (Also worldwide variants, which however can only be converted to equally “rough” brand grid due to the inevitably “rough” reduction to global similarities in the brand perception.)
Lünstroth surveys the brand dimensions not only with the classical market research tools, but also with specially developed web tools, which show correlations between brands and the respective mention of key terms and can also highlight the digital distribution of brand dimensions.